Just like your website, your logo creates an immediate impression. Within seconds of viewing, it gives people a perception of your business or nonprofit that can be tough to change. While a logo is not the end-all be-all of your organization, it certainly makes a difference. There is no doubt that it’s an important piece of the marketing puzzle.

Your logo gives your audience a sense of what you do and who you do it for. A single image can’t say it all, but in subtle and subconscious ways, it says a lot. It can build trust between individuals and your organization, as well as legitimize your organization in someone’s mind.

Think of a recognizable, well-polished logo that is “top of mind” for you. Consider all of the marketing advantages this organization has over the competition, as you remember why and how you benefit from its products and services. Is this what your logo says about you? Or, does your intuition tell you it is time for an update?

If you look at your logo and it just doesn’t represent who you are as an organization—today, at this very moment—you might want to think about making some changes.

Having a strong image that represents your brand that people can easily visualize when someone mentions your company name certainly won’t hurt your business. On the other hand, having a generic or dusty logo that turns off potential leads just might.